We are pleased to announce that we have partnered with RedFern Digital
to present the November series of China Chat.
Via this series, we will work with leading names in the fields of consumer and retail to take a deep dive into the China market journey: exploring aspects ranging from routes to market; to establishing a digital presence; building brand reputation and consumer engagement; and adjusting your market strategy to meet and respond to China’s latest consumer trends.
In the third session of our series, we will explore the different factors that go into making decisions on choosing unique selling points, localisation and branding in relation to the China market.
Do I change my brand for the China market or keep it the same? How can I ensure that my brand is being communicated correctly? What if I get it wrong and Chinese consumers lose trust in my brand? How can I test and validate branding concepts effectively before entering the market?
These are just a handful of questions that all brands ask themselves when looking at the China market.
In this session, Ryan Molloy (CEO of RedFern Digital) will be providing insights, guidance and practical advice on how companies can effectively brand themselves and their products for the China market and effectively resonate with their target audience.
The presentation will help brands to better understand how they should approach branding and localisation, highlighting key USP’s that the target consumer cares about: suggested steps and research methodologies that brands can undertake to get it right without burning a hole in their China market budget, and what brands need to be mindful of long-term as part of their branding and localisation strategy for the China market.
Jake Xu, Co-Founder, Shakeup Cosmetics
Born in Beijing China, and raised in the UK, Jake co-founded Shakeup Cosmetics with his twin brother Shane, after having previously co-founded the beauty industry-renowned marketing agency: Ready, in 2006, working with clients such as WalgreensBootsAlliance, Kao Group, Elemis, Dermalogica and Burt’s Bees. Having previously struggled to find skincare focused colour cosmetics designed for men’s skin, the brothers created Shakeup Cosmetics in 2018, officially launching the brand with a tight range of innovative products in Autumn last year. The brand quickly gathered tractions from the industry, press and social influencers, resulted in a full national listing with Harvey Nichols two weeks after launch.
Oliver Pinkus, head of International at Piccolo Foods
Oliver started his career in commercial roles at spirits multinational Diageo, before moving to lead the international team at desserts company Gü Puds, focussing mainly on the German, Australian and Canadian markets. He now looks after the export business at Piccolo, a British organic baby food company, and spends the majority of his time concentrating on Piccolo's China business - where they have developed both an online and offline presence with a local partner over the last 2 years.
CEO, RedFern Digital
Ryan Molloy has lived in China for over 17 years and has worked in the China marketing industry for nearly 10 of them. As CEO of RedFern Digital, he has worked with some of the biggest brands coming into market, covering branding, strategy, social media marketing and more.
Antoaneta joined CBBC after more than 20 years of living and working experience in China. Fluent in Mandarin, she has worked for a range of international publications, including the Economist Intelligence Unit, the research arm of the Economist, reporting on China’s macroeconomic trends, doing field work in different regions and researching specific industries and companies. As a China Business Adviser and food and drink specialist for CBBC, Antoaneta has worked with hundreds of UK companies over the last five years, supporting their initial interest and entry in the Chinese market as well as further business expansion there. She has an excellent grasp of the challenges companies face when approaching the market for the first time and through long-term China experience a unique knowledge of the potential pitfalls and obstacles to be overcome during the market entry too.
Who is this series for?
UK Brands operating in the retail, luxury and fashion, food & drink and creative industry sectors.
Please email Antoaneta.Becker@cbbc.org
for more information.